The president of Mediaset España, Alejandro Echevarría, visited the School de Comunicación to hold a colloquium with students and professors on the present and future of the Spanish communication market, especially with regard to the television scene. The businessman referred to television as a medium that is "alive and kicking like no other", highlighting its "important service to society" and its close relationship with advertising.

Echevarría also referred to the important role played by audiences when working on the small screen. "The public demands content and we make the television that demands it. The audience gives the advertising, which increases revenues and viability", emphasized the manager of the business leader in the Spanish audiovisual market. To win the public's approval, "the most important thing is the content," which must be differentiated according to the ownership of the channels. "Private television is commercial, it has to make money to survive, while public TV must educate and produce content for minorities," added Echevarría.

Some students questioned the president of Mediaset about the quality of the content of his channels, to which, very frankly, Echeverría responded that "I do not intend to deceive you, just as I do not deceive myself, but the reality of the daily management of a commercial television is that today there is content of higher quality and content of lower quality, but which provide income that allows to sustain the losses of the former". Echevarría said that he, degree scroll staff does not like many of these programs, but business has a commercial purpose: "Not everything goes, but it is unfair to say that all the programs we make are similar. We are criticized for the so-called 'trash TV' programs, but we make a lot of good television. On internship it is a problem for us, since there are people who simplify and identify us with Sálvame and not with our Informativos Telecinco, which are leaders," he said.

The written press

During the talk, there were also references to the print media sector, where Echevarría's "little heart" is located, after having worked for twenty years as CEO of group Correo. The chairman of Mediaset considers that newspapers "are the backbone of a country" and that, therefore, the press "is not going to disappear, but will be transformed, seeking an economic balance and to fit in with the digital world".

A world that will probably undergo changes in terms of television in "May 2015", when "there will be room for the appearance of new channels" according to Echevarría. The press would not be exempt from novelties either, since the Bilbao businessman also foresees "a union between the three Spanish center-right newspapers" in the next five years. The reason would be the "lack of space for so many headlines in the Spanish press".

Echevarría took advantage of his visit to Pamplona ( visit ) to encourage Communication students to "be positive" when it comes to "working and succeeding in the future. "Do not complain and look forward" is the maxim that has led Mediaset to be "the most profitable business " in a sector that requires "great economic strength" to survive. "You have everything ahead of you," he encouraged the students. There will be work for everyone because if, in addition to the good training , you bring your desire and enthusiasm to succeed, you will surely succeed," he concluded.